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George Bryan Brummel, a British military officer, loves Lady Margery, the betrothed of Lord Alvanley. Despite her own desperate love for Brummel, she submits to family pressure and marries Lord Alvanley. Brummel, broken-hearted, embarks upon a life of revelry.

The series chronicles the unbelievable true story behind the rise and fall of the 2000s most iconic fashion trend. In this epic character-driven saga, Venice Beach surfers, gangsters, European garmentos and Hollywood movers and shakers all vie for control of the infamous brand.